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Microgaming Builds on Its Roots: Business Strategy of the Provider

Microgaming Builds on Its Roots: Business Strategy of the Provider

29/09/2023
During the past few years, the popular supplier of gambling software has been going through major changes. Different acquisition deals and a significant transformation of operations led Microgaming to the point where it is now. Its tight connection to Games Global also impacted the company’s position.

Major Changes in Activities

Microgaming business strategy: back to origins

One of the most substantial shifts in the studio’s history happened in 2020. Back then, the Microgaming Poker Network was closed. The next serious turn came about 2 years later.

In 2022, Games Global acquired such assets:

  • the Quickfire instant-play web gambling platform;
  • a few of Microgaming’s entertainment collections.

Those events altered the core of the company’s main activities. The developer had been focusing on the niche of casino slots for about 10 years. Thus, a lot of market representatives were confused, seeing the provider selling its top solutions.

Stephen Fisk, Microgaming’s Chief Executive Officer, explained that those decisions cannot be considered a total transformation of activities. Even the opposite: such steps are a return to the organisation’s roots.

Additionally, the studio maintains a close partnership with Games Global and does not reduce its usefulness in the market. The current Quickfire owner still requires Microgaming’s tech solutions to deliver a top-notch offering and cement its content distributorship around the world.

Renewed Business Direction

Many gambling operators search for the developer’s products even after acquisition contracts. So, the manufacturer proceeds with delivering solutions that can satisfy the needs of market participants. However, the current activities of Microgaming shifted from the casino amusement niche to the platform segment.

Mr Fisk emphasised that was the organisation’s origins. Management systems from the studio were in high demand many years ago. The situation has not changed now. However, the corporation’s team will not forget the experience it gained in the casino entertainment sector.

For instance, the provider presented many exciting slots, such as:

  • Avalon;
  • Hellboy;
  • Mega Moolah;
  • Immortal Romance;
  • Break Da Bank Again, etc.

The sports betting sphere is also part of the company’s success throughout the years. Microgaming continues to support the Betway operator in different countries. The wagering brand works on the supplier’s system.

Mr Fisk also said that he did not plan to enter competition between sportsbook providers. The main task of the platform vendor is to focus on its main operations in the management software niche. By helping partners with core programs, the gambling corporation fulfils its mission. This aids the firm with the expansion of the client base.

Microgaming’s team is open to new collaborations and other types of business interaction. Such an approach can lead to opening much more opportunities for the manufacturer.

Here are some conclusions about the company:

  1. The organisation will continue to gradually return to its roots in the years to come.
  2. A strong foundation, rich experience and market leadership support the studio on its journey.
  3. Microgaming plans to go into more intense negotiations with potential partners and clients.
  4. After almost 30 years of successful operations, the brand remains iconic to other market representatives.
You can order slots from this and other respected providers at the Gaminator aggregator. We also supply top-notch management systems for land-based, online and mobile gambling projects. Contact us to start a fruitful partnership.

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Artur Zimnij
Author
Artur Zimnij
Gambling business specialist
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